The benefits of omni-channel marketing are continuing to gain prominence for brands around the world. If implemented correctly, omni-channel marketing can lead to greater customer satisfaction, increased brand visibility, and can also generate new avenues of interaction with both prospective and existing customers.
Omni-channel marketing addresses the fact that customers are no longer confined to a single platform. Instead of settling for customers found on one or two platforms like Facebook and Twitter, omni-channel marketing works to deliver a fluid buying experience to customers regardless of the platform or the stage of the buying process.
Most businesses today invest in multi-channel marketing. They have a website, Facebook, Twitter and maybe a blog. These companies use all of their platforms to engage with their customers, but in most instances, they lack the consistent experience and messaging across the board. In order to properly deliver an omni-channel experience, a company must first determine all the platforms and devices that customers will utilize to interact. Then use this information to plan the best way to deliver an integrated experience.
Another thing to note is that in addition to providing a consistent experience across various platforms, omni-channel marketing is also highly personalized and based on each user’s unique tastes and preferences. Companies utilizing omni-channel marketing find a balance between customization and aligning their brand’s identity, messaging, objectives and design across all the channels and devices utilized by their customers. This helps to enhance both their marketing and service efforts. Omni-channel marketing isn’t simply utilized for generating new business, but a necessary strategy for building a positive customer experience that increases your customer retention rates. Properly executed omni-channel marketing can be a valuable strategy addition for businesses that are looking to deliver a better overall customer experience.
Every marketer has heard this term being used but what does omni-channel marketing really mean? More than just another marketing buzzword, omni-channel marketing is cross-channel marketing that aligns content delivery across a variety of marketing channels. The goal is to provide a seamless, consistent brand and content experience. Another way to better understand omni-channel marketing is to think of it as the next step up from a multichannel marketing strategy. In a multi-channel marketing strategy, a company creates touchpoints across various mediums to reinforce a client’s buying experience. For example, a company may use Facebook ads to draw people to their Facebook page. Then from their Facebook page, they funnel people to their website and begin developing leads with email.
The omni-channel approach is similar, however, it is more universal. Instead of addressing particular platforms in a linear fashion, the concept of “Omni” or “in all places” means creating marketing touchpoints working together on all available channels. This concept sounds great but in the application, it is not really practical as there are far too many channels available. A better application would be to publish consistent brand identity and content across all the platforms where a company finds its customers. The key to understanding the difference is to realize that all omni-channel experiences will use multiple channels, but not all multi-channel experiences are omni-channel. Companies can deliver stunning mobile marketing, engaging social media campaigns, and a thoughtful website; but if they don’t work together, it’s not omni-channel.
REI recognizes the importance of making sure that each shopping channel works instantaneously with one another to provide something truly powerful. They understand that 80% of customers use their mobile phones for shopping in a brick-and-mortar store. By realizing this, REI immediately understood the importance of omni-channel marketing. Instead of letting a customer down by telling them via website or app that a product is currently in stock and then not being able to deliver on that when they arrive at the storefront, REI’s omni-channel initiative provides up-to-date and accurate product information at every turn. That kind of internal communication keeps customers happy, satisfied and returning back to the store again and again.
Looking at the Starbucks rewards app reveals why many consider Starbucks one of the top omni-channel experiences out there. Starbucks provides a free rewards card that can be used whenever a purchase is made. Unlike most traditional customer loyalty programs, however, Starbucks has made it possible to check and reload their loyalty card via phone, website, in-store, or on the app. Any change to the card or profile gets updated across all channels, in real-time. This creates convenience for their customers and seamless experiences for this aspect of their business.
The benefits of omni-channel marketing are continuing to gain prominence for brands around the world. If implemented correctly, omni-channel marketing can lead to greater customer satisfaction, increased brand visibility, and can also generate new avenues of interaction with prospective and existing customers alike.
Are you ready for omni-channel? Which channels are your customers using the most?
Check back next week as we dive further into the benefits of omni-channel marketing and discuss why you should care about implementing this kind of strategy in your own company!